Lessons in usability: Amazon, eBay, Tiger Direct and more

April 6, 2009

Check out Time's list of the top 25 ecommerce sites. Take a look at each, and take notes. These websites share specific characteristics that you can apply in every advertising and marketing situation, online and off: - They help you find what you're looking for. - They make you feel safe and secure; they convey trustworthiness. - They show you special offers without being pushy. - They are aesthetically appealing and have intuitive layouts (relates to No. 1). - They offer tools to help you find the perfect fit. How each of these characteristics is implemented differs, but it's fair to say that every ultra-successful ecommerce website shares them. I would add Tiger Direct to Time's list, along with about 50 others. These companies understand that marketing doesn't stop with “Hi, glad you could come.” They're the equivalent of the modern Wal-Mart, each aisle with a placard proclaiming its contents. Eye candy displays on the end — just in case you're interested — and helpful staff and other resources so you can make the right purchasing decisions. They don't accost you at the door, diverting your attention to the new Productolux 4,000 (they know that you can see the ads). Instead, they invite you in, ask you to help yourself, browse around — and if you have questions or need help, all you have to do is ask. Shoppers are savvy these days, online and off. They compare prices; they compare policies; and they compare shipping rates and times. They don't just want you to tell them what to buy. They also want you to tell them why they should buy it from you. How do you tell them you're the best?

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About Brian Morris

Brian Morris serves in various capacities as a freelance writer, content developer and public relations specialist for growing small businesses. When he’s not writing, he can be found on the racquetball court - usually getting his tail kicked by guys 20 years older.

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January 07, 2016 03:21 am #

A Good blog post, I will be sure to bookmark this post in my Reddit account. Have a great day.

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Brian January 07, 2016 03:21 am #

Thanks Ladawn! Remember that the easier it is for your customers to take the next step, the more profitable you'll be. A website with three navigation links can be far more effective than one with three dozen links.

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